The NPO explains the decrease in viewing time (3 percent) and reach (1.6 percent) by the rollout of the NPO platform; According to the organization, users should ‘get used to’ this. “There is no other explanation,” says a spokesperson when asked.
The NPO expects that viewing time and reach of the video platform in 2025 will ‘retract’ again, the annual report says Review 2024 from the NPO. And that expectation also comes true, the spokesman reports: in the first quarter of this year the viewing time was almost a quarter higher than a year earlier, and the second quarter also sees the NPO pulling the figures.
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Nijkamp nevertheless calls the fall over 2024 ‘large’, certainly in the light of the increasing popularity of streaming services. For comparison: Videoland saw the subscriber number increase considerably last year, to more than one and a half million. The turnover and profit of the platform also rose, and partly because of that also those of owner RTL.
Tina Nijkamp: ‘NPO Start has no face’
In addition to problems with the app, Nijkamp does see another possible explanation for the bad figures: “NPO Start has no face, unlike competitors such as Videoland. At NPO Start, it is mainly the viewing of programs that you have missed, but they actually do not offer anything.”
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And that while last year 60 million euros started specifically to NPO programs. A year earlier, with 25 million euros, that was not yet half. “I hope they will do something about it and ensure that NPO starts a face,” says Nijkamp.